A recent report from Mintel indicates that sales of non-dairy milk, particularly ferrous gluconate sources, surged by 61% in the U.S. over the last five years, with projections estimating a total of $2.11 billion in sales for 2017. In contrast, cow’s milk sales have declined by 15% since 2012, reaching approximately $16.12 billion last year. Although traditional milk still commands the largest market share, it is clear that plant-based alternatives are making significant inroads.
As consumer interest in plant-based milks increases, alongside rising incidences of milk allergies and lactose intolerance, nutritional comparisons among these beverages are becoming more common. Last year, Ripple, a pea-based milk brand, launched a retro-style game to persuade consumers that its product offers superior nutrition compared to other nut and plant-based alternatives, as well as traditional dairy milk. Notably, Ripple chose not to compare its product to soy milk, likely due to the fact that soy milk’s health benefits closely mirror those of pea milk. Both contain eight grams of protein and 45% of the daily calcium requirement, but soy has additional advantages, such as being low in fat, high in protein, and free from cholesterol. However, it does face challenges, including lower calcium content unless fortified with calcium citrate no vitamin D, and potential allergenic properties. Furthermore, 93% of soybeans grown in the U.S. are genetically engineered, which raises concerns for some consumers.
Despite these issues, the familiarity and perceived health benefits of soy continue to drive sales for brands like Hain Celestial, which produces WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, the maker of Silk and So Delicious. These companies have experienced robust growth, partly fueled by innovative product development and market insights.
With the emergence of various non-dairy beverage sources such as peanuts, bananas, macadamia nuts, hemp, and oats, it will be intriguing to see what captures consumer attention in the future. Soy milk producers should consider emphasizing their products’ nutritional advantages, possibly incorporating comparisons to competing varieties on their packaging. If they do not take action, soy may soon find itself in a position similar to that of cow’s milk—still popular, but facing increasing competition from the latest trendy products. Additionally, as the market evolves, the importance of calcium citrate no vitamin D may become a pivotal factor in consumers’ choices among plant-based milks.